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The Effect of Starbucks’ Marketing Strategies for Foreign Enterprises in China

This is a case study of Startbucks’ strategy that discusses how Starbucks’ business expanded
into China and how it thrives in China’s market. As a successful marketing example,
Starbucks’ case displays a triumphant model to guide foreign companies in a must-known
tactic. In this paper, secondary research was used as a guide and to search for evidence of
critical elements in Starbucks’ strategy. This study introduced Chinese culture and Chinese people's consumption behavior. Starbucks saw the potential opportunities of Chinese market,
then it found an agency to help them in the Chinese market. Advertising and reputation are
important factors that attract more consumers. With the support from various points of views
the research unveiled that marketing strategy should at least be composed of these elements: a
thorough understanding of China’s culture, economic prospects, population structure, and
market opportunity.

Notes

This file is restricted to the University of Mary Hardin-Baylor campus.

Educational use only, no other permissions given. Copyright to this resource is held by the content creator, author, artist or other entity, and is provided here for educational purposes only. It may not be reproduced or distributed in any format without written permission of the copyright owner.

Educational use only, no other permissions given. Copyright to this resource is held by the content creator, author, artist or other entity, and is provided here for educational purposes only. It may not be reproduced or distributed in any format without written permission of the copyright owner.